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rupak

  1. 1. A white paper presentation on IMPACT OF BRANDED MOBILE ACCESORRIES ON THE CONSUMER BUYING BEHAVIOUR
  2. 2. SYNOPSIS <ul><li>Unorganized . </li></ul><ul><li>The normal purchase of mobile accessories happens along with the handset. </li></ul><ul><li>There are umpteen types of accessories which include, </li></ul><ul><li>High priced authentic mobile accessories from the manufacturers of handsets </li></ul><ul><li>Moderately priced unbranded mobile accessories </li></ul><ul><li>Cheaper spurious ones. </li></ul><ul><li>About 90 per cent of it is traded in the unorganised market. </li></ul><ul><li>The Indian handset industry expects to sell 60 million handsets this year. If we look at 200 million mobile subscribers by 2007. Even if each of them spends $5 a year on phone accessories, the market will expand in a big way. </li></ul>
  3. 3. OBJECTIVES <ul><li>Explore potentials in the market. </li></ul><ul><li>To understand the attitude of the consumers towards a Mobile Accessory Brand. </li></ul><ul><li>To understand the buying behavior of the consumers. </li></ul>
  4. 4. HYPOTHESIS <ul><li>There is huge potential in the branded mobile accessories segment. </li></ul>
  5. 5. <ul><li>METHODOLOGY: </li></ul><ul><li>Map the markets to be considered for the research. </li></ul><ul><li>Prepare a questionnaire for the consumers’ response. </li></ul><ul><li>SAMPLE SIZE </li></ul><ul><li>100 Consumers </li></ul><ul><li>AREA </li></ul><ul><li>Borivili </li></ul><ul><li>Goregaon </li></ul><ul><li>Vile parle </li></ul><ul><li>Santacruz </li></ul><ul><li>Mulund </li></ul><ul><li>Marinelines </li></ul><ul><li>Mahalakshmi. </li></ul><ul><li>CLASSIFICATION OF STORES </li></ul><ul><li>TYPE A: High End Stores Like Croma/Shop-in-shop At Shopper’s Stop. </li></ul><ul><li>TYPE B: A store which deals in 1st hand mobile handsets and accessories and other electronic items. (Area: 800-1000 sq. feet) </li></ul><ul><li>TYPE C: A store which deals in 2nd mobile handsets and mobile accessories. (Area: 50*50 sq. feet) </li></ul>
  6. 6. ACTIVITIES OF THE GREY MARKET TRADERS <ul><li>Grey market goods, wholesaling at significantly lower prices than authorised imports. </li></ul><ul><li>Strong consumer demand attracts grey market traders to the mobile handset and accessories sector. </li></ul><ul><li>The ease of distribution. </li></ul><ul><li>Quick financial gains. The increasingly compact size of mobile phone accessories </li></ul><ul><li>Dubai is the major logistics hub for the mobile phones and accessories. </li></ul>
  7. 7. CHALLENGES FOR THE TRADERS IN THE GREY MARKET <ul><li>Original source cannot be determined. </li></ul><ul><li>No guarantee their quality. </li></ul><ul><li>Lack of intervention from officials in the region, vendors and distributors is increasing. </li></ul><ul><li>Impacts the brand-equity as they are often stored and transported in a such a way that they are easily damaged. </li></ul><ul><li>The threat of parallel imports is prompting the region’s mobile handset vendors to step up their ‘brand building’ activities. </li></ul><ul><li>Retailers must be encouraged to only deal with authorised resellers and distribution channels and be provided with incentives </li></ul>
  8. 8. AT THE RETAILERS END <ul><li>Among the local shops </li></ul><ul><li>50% stores, stock 40 – 60 % of branded mobile accessories. </li></ul><ul><li>30 % stores, stock 100% branded mobile accessories. </li></ul><ul><li>20 % stores keep varying their ratio </li></ul><ul><li>Among the Multi Brand Outlets(MBOs) </li></ul><ul><li>70% stores, stock 00 – 20 % branded mobile accessories. </li></ul><ul><li>5% stores, stock 100% branded mobile accessories. </li></ul><ul><li>25 % stores keep varying their ratio </li></ul>
  9. 9. QUESTIONNAIRE <ul><li>Q1] Name – </li></ul><ul><li>Q2] Address- </li></ul><ul><li>Q3] Qualification- </li></ul><ul><li>Q4] What is your occupation? </li></ul><ul><li>Student </li></ul><ul><li>Business Class </li></ul><ul><li>Services </li></ul><ul><li>Residency </li></ul><ul><li>Others </li></ul><ul><li>Q5] What is your income per month? </li></ul><ul><li>Below Rs. 10,000 </li></ul><ul><li>Rs. 10,001 – 25,000 </li></ul><ul><li>Rs. 25,001 – 50,000 </li></ul><ul><li>Rs. 50,001 – 1, 00,000 </li></ul><ul><li>Above 1, 00,001 </li></ul><ul><li>Q6] Which age group do you belong? </li></ul><ul><li>15 – 21 </li></ul><ul><li>22 – 27 </li></ul><ul><li>28– 35 </li></ul><ul><li>Above 35 </li></ul>
  10. 10. <ul><li>Q7] Which mobile phone do you use? </li></ul><ul><li>NOKIA </li></ul><ul><li>MOTOROLA </li></ul><ul><li>SONY </li></ul><ul><li>LG </li></ul><ul><li>SIEMENS </li></ul><ul><li>SAMSUNG </li></ul><ul><li>OTHERS </li></ul><ul><li>Q8] Do you purchase Mobile Accessories? </li></ul><ul><li>YES </li></ul><ul><li>NO </li></ul><ul><li>Q9] IF YES which accessory/ies </li></ul><ul><li>CHARGER </li></ul><ul><li>BATTERY </li></ul><ul><li>PANELS </li></ul><ul><li>EARPHONES </li></ul><ul><li>BLUETOOTH DEVICE </li></ul><ul><li>MEMORY CARD </li></ul><ul><li>USB PORT </li></ul><ul><li>CONVERTORS </li></ul><ul><li>OTHERS </li></ul><ul><li>Q10] Where do you buy it from? </li></ul>
  11. 11. <ul><li>Q11] If yourself, was it a Spot decision or influence by some add ? </li></ul><ul><li>Q12] How often do you buy the accessories? </li></ul><ul><li>ONCE IN 6 MONTHS </li></ul><ul><li>ONCE A YEAR </li></ul><ul><li>ONCE IN 2 YEARS </li></ul><ul><li>NEVER BOUGHT </li></ul><ul><li>Q13] Reason for buying a new accessory </li></ul><ul><li>Replacement </li></ul><ul><li>Trend </li></ul><ul><li>Up gradation (requirement) </li></ul><ul><li>Q14] At what price do you buy it </li></ul><ul><li>CHARGER BATTERY </li></ul><ul><li>BELOW 100 200 – 400 </li></ul><ul><li>100 – 200 400 - 600 </li></ul><ul><li>200 – 300 600 - 800 </li></ul><ul><li>ABOVE 300 ABOVE 800 </li></ul><ul><li>Q15] Apart from nokia if any other brand enters into market would you prefer it? </li></ul><ul><li>YES </li></ul><ul><li>NO </li></ul>
  12. 12. TENTATIVE CONCLUSION <ul><li>The debate still remains that the grey market can operate/sustain at the local shop level, but, n the near future the unorganized traders will face many legal hindrances. </li></ul><ul><li>As the number in the mobile subscribers increase, the opportunities for mobile accessories market will also increase. </li></ul><ul><li>As the consumers are becoming more brand conscious, there will be a demand for branded mobile accessories. </li></ul><ul><li>Although it a fact that unbranded products do sell well in the market, a lot of manufacturers will have to brand their products, which involves cost, if they want to survive in the market. </li></ul><ul><li>The manufacturers in the grey market will have to undergo a branding exercise, since the type A and Type B stores, stock a relatively higher % of branded mobile accessories. </li></ul><ul><li>If majority of the people say that the price range that they buy within is low but they would still go for branded products are the potential consumers. </li></ul><ul><li>Also from the questionnaire, the higher selling items(volume) can be found out and manufacturers can focus on the quality of those products. </li></ul>

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